This is a particularly tough time to be telling businesses that using more recycled materials makes good economic sense. Falling oil prices have lowered the price of virgin plastic against the recycled stuff, which has put off manufacturers and hurt recycling companies (plastic makes up a growing share of their waste feed). Without a price on carbon, using recycled commodities does not necessarily help a company’s bottom line. “People aren’t going to pay more for recycled plastic just because it’s recycled,” says Tom Szaky of TerraCycle, which makes consumer products from waste.